Hospital
Catholic Medical Center
Challenge
& strategy
Catholic Medical Center’s (CMC’s) New England Heart and Vascular Institute (NEHVI) needed a campaign to reinforce the brand as the leading provider of heart care in northern New England, helping it stand out among local and Boston-area hospital competition and reinforcing the CMC master brand essence of compassionate excellence.
NEHVI was positioned as an innovative leader in delivering compassionate heart care. The campaign focused on education about the specific treatments offered, highlights of technologies and procedures that NEHVI was “first” to deliver and patient testimonial stories.
Messaging
To emphasize the NEHVI firsts and the importance of heart care, a message of “First at Hearts and Second Chances” was woven throughout the campaign. The CMC campaign tagline was adapted from “Where Heart Meets Health” to “Where Heart Meets Innovation” to give NEHVI its own voice while aligning with the familiar master brand.
Media
A robust mix of traditional and digital channels ran throughout the campaign, driving traffic to the custom “firsts” landing page countoncmc.org. Channels included print, radio, video, digital display, social and paid search.
